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Ad Talent // Newsletter September 2010 |
| Bester Burke Slingers Welcomes New Group Company, DONA (Department Of Native Audiences) |
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"If you talk to a man in a language he understands, that goes to his head. However, if you speak to him in his language, that goes to his heart". Nelson Mandela Bester Burke Slingers is proud to announce a new agency within the Group, DONA Communications, headed up by Mpumelelo Zondi and Karabelo Mokoena. True to Madiba's great quote, DONA‘s focus is to communicate with South Africa's mass market in the most effective and relevant manner - in their own language. They offer comprehensive vernacular-based communication and creative solutions - vernacular in this case includes all nine vernacular languages (Xhosa, Zulu, Siswati, IsiNdebele, Sesotho, Setswana, Sepedi, XiTsonga and Tshivenda) plus the ever evolving Vernacular-English, commonly known as township slang or tsotsi taal. DONA Communications aims to position itself as ‘The Brand Praise Singer', fashioning themselves after Imbongi, ‘a South African traditional poet'. DONA Founding Partner and Managing Director, Mpumelelo Zondi, states: ‘Almost 80% of our population are black South Africans whose mother tongue is one or more of the nine vernacular languages. However the South African Marketing & Advertising Industry is still predominantly rooted in English-based communication. We believe that we can challenge this status quo and truly ‘speak' to our target audiences, in turn forming more relevant, long-lasting attachments to brands'. DONA's driving policy is ‘Originate don't translate' - this extends beyond language, shaping the agency's entire creative process from strategy development and campaign conceptualisation onwards to ensure that their work always maintains cultural relevance. DONA Founding Partner and Creative Director, Karabelo Mokoena, comments: "Our ability to understand and incorporate key customs, traditions and values into what we do will ensure that our work is never lost in translation". |
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